Shopping mall detachment: Why do some consumers avoid malls?

Studies focused on how enclosed shopping malls can attract consumers have rarely considered consumers who avoid visiting malls. The present study addresses this neglected population (approximately 12 % of consumers) to reveal their motivations and reasons for mall-avoidance behavior. A mixed-methods approach was employed. In Study 1, an exploratory content analysis of 193 qualitative transcripts identified three main reasons for avoiding malls: anti-consumption ideology, shopping irritants, and preference for alternative channels. In Study 2, 1502 respondents completed a questionnaire on their attitudes toward reasons for avoiding malls, and 449 were identified as mall avoiders. Structural equation modeling analysis indicated that atmospheric and social shopping irritants and a preference for online shopping increased avoidance behavior, whereas mall management’s commitment to sustainability and a preference for high-street stores decreased avoidance behavior. Segmentation analysis identified three segments of mall avoiders (n = 449) and two segments of mall visitors (n = 1053) based on shopping preferences. The results of the segmentation analysis indicated that by enhancing sustainability commitment and improving the management of mall atmospherics, sixty percent of consumers who avoid malls can be drawn to malls. Practical implications for mall management are discussed.